X Media Lab Perth 2011: Storytelling in the Digital Age. Community Collabora.on: Embracing the Future of InteracFve Storytelling
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2 X Media Lab Perth 2011: Storytelling in the Digital Age Community Collabora.on: Embracing the Future of InteracFve Storytelling The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 2
3 Esther Lim, Founder The Estuary, LLC Digital strategist building immersive digital experiences using storytelling, game play and social/community strategies Game Analyst, trending and reporfng on disrupfons/ innovafons in game design, digital distribufon and monefzafon The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 3
4 Focus: The social business of interacfve storytelling What is community collaborafon/storytelling? How it s changing interacfve storytelling experiences Why creators need to embrace it How to prepare for collaborafve storytelling The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 4
5 Defining Community Collabora.on/Storytelling The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 5
6 An interacfve storytelling experience that allows audiences to The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 6
7 An interacfve storytelling experience that allows audiences to and parfcipate in the creafon of content. The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 6
8 Losing Crea.ve Control? From Sole Creators to Co Creators The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 7
9 Stories went from flat, linear experiences... The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 8
10 Stories went from flat, linear experiences... The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 8
11 ... to deeper, richer experiences using mulf media The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 9
12 ... to deeper, richer experiences using mulf media The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 9
13 ... to become fully immersive interacfons across mulfple pla\orms The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 10
14 Blurring the lines between ficfon and reality The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 11
15 Blurring the lines between ficfon and reality Stories come to us Real world interacfons The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 11
16 Now, social media is changing how we tell and consume stories again The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 12
17 Now, social media is changing how we tell and consume stories again + = The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 12
18 InteracFve stories are social and more meaningful We interact with a story community Build relafonships with new friends Strengthen bonds through shared experiences The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 13
19 InteracFve stories are social and more meaningful We interact with a story community Build relafonships with new friends Strengthen bonds through shared experiences The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 13
20 Story experiences are more dynamic, and feel real The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age
21 Story experiences are personalized The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 15
22 Story experiences are personalized Designed for self publishing and sharing Our stories become part of the story world experience The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 15
23 Community collabora.on is paving the way for interac.ve storytelling to achieve commercial viability The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 16
24 Commercial viability requires three key elements:!"#$%#& '#(#)*#& +%"#$,-&.*/01& +*-%$/)$20#&!3,,*)/4#-& +5$0#&%6#&+%3"7& 89:#"/#)5#& ; +:3)-3"-6/:< =1(#"4-/)>& ;?/"%*$0&5*""#)57<>331-& ; +35/$0&53,,#"5#& ; +#0AC3">$)/D#1&,$)$>#,#)%& ; E/>6#"&#)>$>#,#)%& ; F/-%"/2*%#1&53)%#)%& 5"#$43)& ; G/)/%#&%3&:#"-/-%#)%& ;!3)%#)%&:$5/)>& The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 17
25 Community collabora.on provides cost effec.ve solu.ons for resources and content genera.on The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 18
26 Community Collaborators are a distributed network of content creators The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 19
27 Community collaborators are investors in the story world community Community Managers Story Stewards Ambassadors Community Moderators Evangelists The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 20
28 Collabora.ve Communi.es creates revenue opportuni.es The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 21
29 Story world communifes are primed for social commerce Story merchandise Virtual currencies Virtual goods Premium content Peer to peer market places The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 22
30 Thriving, engaged communifes ahract brand sponsorship and adverfsing The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 23
31 Preparing for Community Collabora.on: Start with the Basics The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 24
32 Four step approach!"#$#%&'"& $()*%& +',-%"'"#&./%0$/%& $12'%"(%&.%/,3"$,&!,-$4+',5& $"&%2'-3/'$+& 0/3(%,,& 6%*%+30&$& (3771"'-8&,-/$-%#8& The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 25
33 Use a social listening pla\orm to gather audience insight and feedback to content!!!! Examples: Radian6 Spredfast Hootsuite The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 26
34 Monitor regularly, listening for the following:!!!! Where are your audiences? Who has influence? What are they saying/creafng? What devices are they engaging with? The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 27
35 Use insights to create audience Personas!!!! Persona Example: Gamer/ Millennial Male David Jones "I consider myself to be an avid gamer. I would much rather be online and playing games than watching TV. " Basics: 18, African American, high school senior, honor student, applying to universities for computer engineering. Spends 3-5 hrs a day online playing games, communicating with friends, research for school, downloading music/ movies, banking, shopping, listens to radio online. Affluent household, 2 income parents A Millennial Internet and 24 hr, TV and ATM!s have always existed. Special, sheltered, confident, teamoriented, conventional, pressured, achieving, 911 Technology Savvy taught parents how to use a computer and Internet. Adopts new technology to increase level of interconnection with others Tight Peer Bonds communicates with friends online and through mobile constantly. Met his girlfriend online Brands believes in big brands that are well known, widely accepted Gaming would rather play games than watch TV. Owns upgraded computer, game boy, PSP, ipod, mobile phone, digital camera - he would accept more advertising in games if they cost less and didn!t interfere with the game play Favorite Websites: Myspace, Google, ebay, Bestbuy.com, Gamespot, Gamespy, UGO.com, eagames.com, ign.com Customer Goals/Scenarios VerizonSurround Opportunities Register for VerizonSurround Finding games that appeal to me Playing games online Communicating with other gamers online Trying the latest game Acquisition/ New Members. Program to increase awareness and acquisition targeted at avid gamers Credibility/ Increase Loyalty/ Preference with compelling games from leading brands Retention/ Loyalty. Prove to be customer centric increase social networking of gaming (adding games with communication and competition) MUDs and networked experiences (blurred lines between devices and broadband) Encourage usage of community elements: chat, blogs, wiki!s, usergenerated content, gaming commentary/ rating, MUDs. Special events with gaming manufacturers, gaming designers and/or famous gamers would be of interest Increase sales of new products through evaluation 27 The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 28
36 Persona Example: Gamer/ Millennial Male David Jones "I consider myself to be an avid gamer. I would much rather be online and playing games than watching TV. " A Millennial Internet and 24 hr, TV and ATM!s have always existed. Special, sheltered, confident, teamoriented, conventional, pressured, achieving, 911 Use insights to create audience Personas level of interconnection with others Persona Example: Gamer/ Millennial Male Tight Peer Bonds communicates with friends online and through mobile constantly. Met his girlfriend online David Jones Basics: 18, African American, high school senior, honor student, applying to universities for computer engineering. Spends 3-5 hrs a day online playing games, communicating with friends, research for school, downloading music/ movies, banking, shopping, listens to radio online. Affluent household, 2 income parents A Millennial Internet and 24 hr, TV and ATM!s have always existed. Special, sheltered, confident, teamoriented, conventional, pressured, achieving, 911 Customer Goals/Scenarios Technology Savvy taught parents how to use a computer and Internet. Adopts new technology to increase level of interconnection with others Register for VerizonSurround Tight Peer Bonds communicates with friends online and through mobile constantly. Met his girlfriend online Brands believes in big brands that are well known, widely accepted Gaming would rather play games than watch TV. Owns upgraded computer, game boy, PSP, ipod, mobile phone, digital camera - he would accept more advertising in games if they cost less and didn!t interfere with the game play Finding games that appeal to me Favorite Websites: Myspace, Google, ebay, Bestbuy.com, Gamespot, Gamespy, UGO.com, eagames.com, ign.com Customer Goals/Scenarios Playing games online Register for VerizonSurround Finding games that appeal to me Playing games online Communicating with other gamers online Trying the latest game Basics: 18, African American, high school senior, honor student, applying to universities for computer engineering. Spends 3-5 hrs a day online playing games, communicating with friends, research for school, downloading music/ movies, banking, shopping, listens to radio online. Affluent household, 2 income parents Technology Savvy taught parents how to use a computer and Internet. Adopts new technology to increase Brands believes in big brands that are well known, widely accepted "I consider myself to be Gaming an avid gamer. would I would rather much play rather games be online than and watch playing TV. Owns upgraded computer, game boy, PSP, ipod, mobile games than watching TV. phone, " digital camera - he would accept more advertising in games if they cost less and didn!t interfere with the Communicating with other gamers online Trying the latest game game play Favorite Websites: Myspace, Google, ebay, Bestbuy.com, Gamespot, Gamespy, UGO.com, eagames.com, ign.com VerizonSurround Opportunities Acquisition/ New Members. Program to increase awareness and acquisition targeted at avid gamers Credibility/ Increase Loyalty/ Preference with compelling games from leading brands Retention/ Loyalty. Prove to be customer centric increase social networking of gaming (adding games with communication and competition) MUDs and networked experiences (blurred lines between devices and broadband) Encourage usage of community elements: chat, blogs, wiki!s, usergenerated content, gaming commentary/ rating, MUDs. Special events with gaming manufacturers, gaming designers and/or famous gamers would be of interest Increase sales of new products through evaluation VerizonSurround Opportunities Acquisition/ New Members. Program to increase awareness and acquisition targeted at avid gamers Credibility/ Increase Loyalty/ Preference with compelling games from leading brands Retention/ Loyalty. Prove to be customer centric increase social networking of gaming (adding games with communication and competition) MUDs and networked experiences (blurred lines between devices and broadband) Encourage usage of community elements: chat, blogs, wiki!s, usergenerated content, gaming commentary/ rating, MUDs. Special events with gaming manufacturers, gaming designers and/or famous gamers would be of interest Increase sales of new products through evaluation!!!! The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 28
37 Use insights to create audience Personas!!!! Persona Example: Gamer/ Millennial Male David Jones "I consider myself to be an avid gamer. I would much rather be online and playing games than watching TV. " Basics: 18, African American, high school senior, honor student, applying to universities for computer engineering. Spends 3-5 hrs a day online playing games, communicating with friends, research for school, downloading music/ movies, banking, shopping, listens to radio online. Affluent household, 2 income parents A Millennial Internet and 24 hr, TV and ATM!s have always existed. Special, sheltered, confident, teamoriented, conventional, pressured, achieving, 911 Technology Savvy taught parents how to use a computer and Internet. Adopts new technology to increase level of interconnection with others Tight Peer Bonds communicates with friends online and through mobile constantly. Met his girlfriend online Brands believes in big brands that are well known, widely accepted Gaming would rather play games than watch TV. Owns upgraded computer, game boy, PSP, ipod, mobile phone, digital camera - he would accept more advertising in games if they cost less and didn!t interfere with the game play Favorite Websites: Myspace, Google, ebay, Bestbuy.com, Gamespot, Gamespy, UGO.com, eagames.com, ign.com Customer Goals/Scenarios VerizonSurround Opportunities Register for VerizonSurround Finding games that appeal to me Playing games online Communicating with other gamers online Trying the latest game Acquisition/ New Members. Program to increase awareness and acquisition targeted at avid gamers Credibility/ Increase Loyalty/ Preference with compelling games from leading brands Retention/ Loyalty. Prove to be customer centric increase social networking of gaming (adding games with communication and competition) MUDs and networked experiences (blurred lines between devices and broadband) Encourage usage of community elements: chat, blogs, wiki!s, usergenerated content, gaming commentary/ rating, MUDs. Special events with gaming manufacturers, gaming designers and/or famous gamers would be of interest Increase sales of new products through evaluation 27 The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 28
38 Use Personas to guide story creafon, story world experience and community strategy!!!! HOW? Organic story pla\orm selecfon Character development/ interacfons Audience parfcipafon Story extensions The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 29
39 Establish an editorial process for community collaborafon!"#$%&'() $%*+(",-+%() Use listening tool to discover contributor!!!! Establish rules of engagement 6%*"+%()/*7) 4(-*')$%8$('/+%() $%22-*"+3).&/0-/+')$%*+'*+) Does it align/ complement the core mythology Review benefits, expectafons 5'$(-"+) $%*+(",-+%() 1##'##)$%22-*"+3) ('#4%*#') Does it resonate with the community? The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 30
40 Develop community strategy for advocacy, recognifon and reward!!!! 0%"-:';"-<.' ="$%-#91%"-'' 5.6"2,%*7,89,&&,."-' 0%,%1&'()*2"3$#4"$/'!"#$%&'()*+,-.&/' The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 31
41 CollaboraFve CommuniFes are a work in progress: ConFnuously Monitor and Refine!!!! The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 32
42 AddiFonal Reading AddiFonal Reading The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 33
43 Thank You! Esther Lim The Estuary, LLC hhp:// The Estuary, LLC 2011 X Media Lab Perth 2011: Storytelling in the Digital Age 34
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